It’s no secret that LinkedIn has become one of the most popular social media sites for individuals to make connections and build professional networks. And LinkedIn has become a powerful tool for associations to engage your members and find prospective new members. We detailed how associations can use LinkedIn to find new members to our recent eBook “4 Simple Steps to Growing Your Membership with LinkedIn.”
Now there's another way for you to promote your association on LinkedIn. LinkedIn has launched Showcase Pages, which are a subset of Company Pages. Because you can post specific content to each Showcase Page, they allow you to individually feature a product, service or event and build relationships with the right audience.
LinkedIn members are able to follow the specific products or services that you feature using a Showcase page. A for-profit company might use this feature to showcase different brands or product lines and connect with LinkedIn members who are interested in each one. Your association can do the same.
To use a Showcase Page, you first start at your organization's Company Page on LinkedIn. (If you don't have a company page, you'll need to create one first) . If you're an administrator for your Company Page, it's easy to add a Showcase page. From your Company Page, go the the "Edit" dropdown menu and select "Create a Showcase Page." Then follow the steps to add all the details for your Showcase Page.
You can create up to 10 Showcase Pages for free. Once your Showcase Page is set up, simply navigate to that page and post an update specifically for that product or service.
Here's how you can use a Showcase Page to promote your association:
Annual Meetings & Big Events: Post details about the event, previews of keynotes and breakout sessions and links to sign-up pages. Build excitement for your event, but also inform your audience of the benefits and what they'll gain when they attend the event.
Government Affairs: Add detailed information about legislative action your association is taking and how members can get involved. Include links to legislative bill summaries and remind members of how your efforts benefit their business.
Education & Certification Programs: Educate your followers about the types of education and certification programs your association offers. Provide dates, times and locations of training sessions and post industry news that keeps them up to date on the latest trends.
Consulting & Small Business Services: If your association has consulting or partners with another organization to offer similar services, this is the place to promote them. Explain how they can take advantage of the services and when new services are added.
Membership Benefits: Remind members of benefits and services they may not be aware of. Remember that potential members may also be following your updates, so include details on how they can join as well.
Special Interest Groups: Promote any groups or subsets of your association that may concentrate on a specific industry or geographic area. It's a great way to keep members updated and encourage prospective members to join.
For all the content you add to your Showcase Pages, remember to include links, images or videos to increase the chances of your followers commenting or sharing your posts with their networks.
By segmenting your updates to each Showcase Page, your association can deliver highly relevant and valuable content to each group of followers. Of course, you'll still want to use your main Company Page to provide updates as well. In fact, you should link to your new Showcase Pages from your main Company Page updates so your followers know you're providing more detailed information on the Showcase Pages. Remind them to click the "Follow" button at the top of your Showcase Pages.
Have you tried Showcase pages yet? How has your association used LinkedIn to engage your members or attract new members?